Researching Your Markets





         Are your promotional efforts right on target or do they miss the mark? In the world of direct marketing, relevant marketing is a term that defines what your target market prefers and how to get the
 
right promotion to that market. In the case of photobuyers (your target market) it basically means that the more you know about the buyer you are sending your marketing materials to, the better off you are.

         The concept is simple. Do your homework. Research what the photobuyer's purchasing preferences are and apply that information to your marketing strategies. Examples of relevant information you can seek out to build effective marketing efforts, are: 1) what computer system does the photobuyer use? Do they accept digital preview scans? If so, what format do they prefer? Is their computer format Windows, or another? 2) Do they welcome update postcards, sell-sheets, periodic e-mails, travel itineraries, personal phone calls or faxed reminders?

         In all marketing efforts, detail knowledge can mean the difference between success and failure. Targeted marketing (rifling) is much more efficient and produces better results than broad marketing (shotgunning); this is a well-known fact in the direct marketing industry. Another well-known fact is that marketing tailored to specific prospects and their preferences is even more efficient.

DOING YOUR HOMEWORK

         How do you discover this vital information about your prospects? Most often, you can find out this 'relevant information' by establishing yourself as an important resource to the photobuyer (if your specialized expertise matches their specialized interest areas, you are an important resource to them).

         Then send an e-mail inquiry to the photobuyers you work with and simply ask them to supply the information you need. This can be in the form of a small survey, or some straight-out questions with multiple choice answers.

         If you explain that you need the information to be able to serve them better, chances are that they will be very willing to respond. Many times you'll find that they have already prepared a Q&A sheet for
photo suppliers. This is in their best interest as well as yours.

         Let me share a real-life example of my own, from my position as an independent photographer. A while ago I personally made a CD catalog as a service to my clients. The catalog was made as a PDF document with some 350 images. The reason I went with PDF is the great versatility of that particular format, since it can be accessed on both PC and MAC.

         I included with the CD a brief questionnaire asking which method the photobuyer prefers for receiving a photo supplier's catalog. Out of the some 300 photobuyers I sent the CD's to, about half (150) preferred a specialized CD catalog they can use whenever they choose. Approximately 80 photobuyers contacted me and asked for a printed version, which I later sent.

         In the future, it's likely that more and more photobuyers will be set up for and willing to handle digital promo pieces, but I learned through my questionnaire that there will always be those photobuyers who prefer more traditional promotion delivery methods.

         Which methods do each of your photobuyers prefer?

Photojournalist Mikael Karlsson has 14 years' experience of working for magazines and newspapers in more than 30 countries. He moved to the United States in 1998 from his native Sweden. He lives in Nebraska and is currently US correspondent for 18 Swedish magazines and a regular contributor to a wide variety of U.S. publications. Reach him at mike@photosource.com.


           


           

Tommy Thompson

Kerry Kolb

Jon Saban

Jake Nelson